Using a service design framework to provide a platform for customer loyalty
Most supermarkets, high street stores, sports and arts organisations have introduced some sort of loyalty scheme over the past few years, with various benefits and different levels of engagement with customers. Many organisations believe the introduction of loyalty can be a time consuming and costly scheme, so we set ourselves a challenge of creating a low cost simple loyalty application that can be easily adopted by any organisation.
To help us create our application we researched a number of existing loyalty schemes.
After completing the research we decided that the most successful schemes where the ones that let you track your transactions to see how many points you have acquired and schemes that let you generate points at other merchants (shops), such as nectar. We don’t believe a membership card is the best solution; a mobile application works much better as it is constantly available to the customer.
For the customer to have the ability to use the loyalty app at multiple merchants (shops) we needed to research the effect on merchants.
Our research showed the reason why merchants don’t currently like accepting outside loyalty schemes is they cannot connect the application into their till system, therefore making the process or recording the transaction frustrating for both the merchant and customer. Our aim was to create a solution that was easy for merchants to use, that wouldn’t be connected to the till system. We decided to do this through a mobile application; all the merchant needs to do is record the customer’s barcode, which they provide at the point of purchase.